IMARC Group has recently released a new research study titled “United States Cosmetics Market Size, Share, Trends and Forecast by Product Type, Category, Gender, Distribution Channel, and Region, 2026-2034”, offers a detailed analysis of the market drivers, segmentation, growth opportunities, trends and competitive landscape to understand the current and future market scenarios.
Market Overview
The United States cosmetics market size was valued at USD 20.9 Billion in 2025 and is expected to grow to USD 27.2 Billion by 2034, at a CAGR of 2.90% during the forecast period from 2026 to 2034. Growth is driven by increasing consumer preference for sustainable, eco-friendly, and cruelty-free products, alongside advancements in personalized beauty tech and the growing impact of digital and social media platforms on purchasing behavior. The market is dynamically evolving with trends in inclusivity, clean-labeling, and digital-first shopping.
Study Assumption Years
● Base Year: 2025
● Historical Year/Period: 2020-2025
● Forecast Year/Period: 2026-2034
United States Cosmetics Market Key Takeaways
● Current Market Size (2025): USD 20.9 Billion
● CAGR (2026-2034): 2.90%
● Forecast Period: 2026-2034
● Key trends include customized beauty, clean-labeling, digital-first shopping, influencer-based marketing, and inclusivity focusing on sustainability and ethical practices.
● Growth drivers include rising disposable incomes, social media influence, demand for premium products, self-care awareness, and an expanding male grooming segment.
● Opportunities exist in AI-driven personalization, sustainable packaging, direct-to-consumer business models, and catering to Gen Z's preference for affordable and sustainable products.
● Challenges encompass fierce competition, regulatory issues, rising raw material costs, prevalence of counterfeit products, and consumer demands for transparency.
● Market is fueled by millennial and Gen Z consumer grooming awareness, with significant male consumer adoption of cosmetic products.
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United States Cosmetics Market Growth Factors
The U.S. cosmetics market growth is largely driven by rising consumer awareness about personal grooming and beauty enhancement, especially among millennials and Gen Z. An industry survey dated April 4, 2024, reported that 72% of U.S. male consumers aged 18 to 34 incorporate makeup into their grooming routines, exemplifying a shift in traditional masculinity perceptions. Nearly half of U.S. male consumers use cosmetic products, indicating a broadening demographic. Furthermore, demand for clean, organic, and cruelty-free products significantly underpins market expansion, as consumers prioritize sustainable beauty choices.
The increasing disposable income in the United States is also a vital driver. As per a publication on January 27, 2025, per capita disposable income stands at USD 51,624.60, with an annual growth rate of 0.9% over the past five years. Disposable income rose by 2.1% in 2024 and is projected to increase by 4.5% in 2025. These financial improvements bolster consumer spending capacity, enabling investments in premium cosmetic brands and advanced beauty products.
The market's momentum is further supported by technological advancements and the rising influence of digital platforms. Online spending surged dramatically, reaching USD 1.3 Trillion in 2023 with USD 389.2 Billion in Q4 alone. Social media fosters product discovery and brand visibility through tutorials, influencer endorsements, and virtual try-ons via augmented reality. Additionally, digital-first beauty brands and subscription services attract tech-savvy consumers, enhancing market penetration and growth potential in the cosmetics sector.
United States Cosmetics Market Segmentation
Analysis by Product Type:
● Skin and Sun Care Products: Driven by heightened awareness of skincare routines and sun protection, these products address aging, hydration, skin sensitivity, and include SPF-infused formulations prioritizing clean and natural ingredients.
● Hair Care Products: A fundamental segment attracting consumers with personalized solutions for hair loss, scalp care, and texture-specific needs, boosted by demand for chemical-free and cruelty-free options.
● Deodorants and Fragrances: Important for personal hygiene and self-expression, the segment benefits from trends towards long-lasting freshness, natural hypoallergenic formulas, and eco-conscious fragrances.
● Makeup and Color Cosmetics
● Others
Analysis by Category:
● Conventional: Dominates the market due to wide availability, established consumer trust, and proven formulations with consistent quality across skincare, makeup, and haircare.
● Organic: Rapidly growing, favored for natural, toxin-free ingredients and alignment with sustainability and wellness trends.
Analysis by Gender:
● Men: Rapidly expanding segment driven by increased grooming awareness and demand for skincare and beard care products.
● Women: Largest segment, focusing on natural, clean, and cruelty-free formulations with growing interest in anti-aging and wellness-centered routines.
● Unisex: Growing trend fostering inclusivity and gender-neutral options that appeal to younger generations preferring versatile products.
Analysis by Distribution Channel:
● Supermarkets and Hypermarkets: Key role due to accessibility, product variety, and in-store promotions attracting a broad consumer base.
● Specialty Stores: Important for premium, niche, and organic products offering personalized experiences and expert advice.
● Pharmacies: Trusted channels for dermatologically tested and health-focused beauty products, with growing beauty consultation services.
● Online Stores
● Others
Regional Insights
The Northeast region stands out in the United States cosmetics market due to its dense population and strong consumer spending power. Metropolitan hubs such as New York, Boston, and Philadelphia drive demand for luxury and premium cosmetic products with a focus on clean and sustainable beauty. Personalized skincare solutions are also increasingly popular, contributing to robust market growth in this region.
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Recent Developments & News
On April 9, 2024, Dove celebrated 20 years of its Real Beauty campaign, reaffirming its commitment to authentic beauty representation by pledging never to use artificial intelligence to depict real women in advertising, promoting self-esteem and body positivity.
On August 8, 2024, The Estée Lauder Companies launched Smashbox Cosmetics on the U.S. Amazon Premium Beauty Store, aiming to expand digital reach and sales through Amazon's platform.
On March 27, 2024, Clinique debuted in the U.S. Amazon Premium Beauty Store, enhancing access to clinically validated skincare and makeup products along with dermatological education.
Key Players
● Beiersdorf
● Coty Inc.
● Estée Lauder Companies
● Godrej
● Kao Corporation
● L’Oréal
● Procter & Gamble
● Revlon
● Shiseido Company
● Unilever
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